Last week the Gap announced a social media promotion for the holidays: the brand’s Facebook fans can send their own photos as real, printed postcards to their Facebook friends – for free. The Gap is the first brand to use startup Sincerely’s new “brand-centric service” Postagram Direct, which launched last week.

The Gap’s Facebook fans can each send up to two free postcards, which are delivered with a pop-out square photo and the user’s message. The cards usually cost $0.99 each, but Gap is giving away up to 1 million free postcards through the end of the holidays. Postagram is a mobile app that allows users to send Instagram, Facebook and mobile camera shots as postcards; Postagram Direct allows brands to add logos, coupons, hashtags or QR codes to the postcards.

“This partnership happened because the Gap’s head of social media is a user of Postagram,” Sincerely CEO and co-founder Matt Brezina told VentureBeat. The retailer also “loved the idea of tying their brand to something as tangible and emotional as a card sent to a loved one in the mail.”